TO BE COMPETITIVE in today’s marketplace, you need to understand how the majority of consumers are making their buying decisions. Most of your potential customers form an opinion about your company before ever stepping foot through your door. Their decisions are made without ever calling, emailing or peeking through those shiny store windows . The reason for this is online review sites; these sites make it easy for customers to see what kind of reputation you’ve garnered in the market. A study by Dimensional Research concluded that 90% of consumers say that online reviews impact their buying decisions.